Transcript of "How to Unlock the ROI of Your Marketing with Analytics "

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1 unlock the roi of your marketing with analytics how to unlock the roi of your marketing with analytics Monitoring the Right Metrics for Business Growth A publication ofShare This Ebook!www.Hubspot.com

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2 unlock the roi of your marketing with analytics IS THIS BOOK RIGHT FOR ME? Not quite sure if this ebook is right for you? See the below description to determine if your level matches the content you are about to read. INTRODUCTORY Introductory content is for marketers who are new to the subject. This content typically includes step-by-step instructions on how to get started with this aspect of inbound marketing and learn its fundamentals. Read our “Introduction to Inbound Marketing Analytics.” INTERMEDIATE This ebook! Intermediate content is for marketers who are familiar with the subject but have only basic experience in executing strategies and tactics on the topic. This content typically covers the fundamentals and moves on to reveal more complex functions and examples. After reading it, you will feel comfortable leading projects with this aspect of inbound marketing. ADVANCED Advanced content is for marketers who are, or want to be, experts on the subject. In it, we walk you through advanced features of this aspect of inbound marketing and help you develop complete mastery of the subject. After reading it, you will feel ready not only to execute strategies and tactics, but also to teach others how toShare This Ebook! be successful.www.Hubspot.com

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4 unlock the roi of your marketing with analytics Intermediate Inbound marketing analytics By Corey Eridon Corey Eridon manages the HubSpot Inbound Marketing Blog, focusing on creating content around SEO, social media, analytics, business blogging, email marketing, and marketing automation. She graduated with a Bachelor of Arts in English and European History from Boston University. Before starting at HubSpot, Corey worked as a Marketing Manager in both the B2B and B2C space, and consulted for Follow me on twitter businesses ranging from Startup to Midsize to @Corey_bos Enterprise.Share This Ebook!www.Hubspot.com

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6 unlock the roi of your marketing with analytics “ Why are inbound marketing analytics important? ” Successful inbound marketers don’t make decisions based on feelings -- their decisions are based on data. Where does that data come from? Why, their marketing analytics, of course! In our Introduction to Marketing Analytics, Pamela Vaughan walked you through the metrics every inbound marketer should look at. You learned how to track the success of your landing pages, SEO, business blogging, social media, email marketing, and lead nurturing. More importantly, you learned what all of the metrics associated with those marketing channels really mean, so when you’re looking at your marketing analytics, you know how to interpret all those charts, numbers, and data points, and you understand why they are important. Now, it’s time to take what you learned one step further. Once marketers begin tracking all of these important data points, the next step is to make them actionable. After all, what’s the point of knowing all of this juicyShare This Ebook! if you can’t use it to make your marketing better? informationwww.Hubspot.com

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7 unlock the roi of your marketing with analytics This ebook will investigate how to use marketing analytics to improve each channel’s marketing performance, starting with landing pages, SEO, and business blogging to social media, email marketing, and lead nurturing. Many of the actionable improvements will rely on data from your closed-loop marketing analytics, so before we dive in, let’s talk about what that means and why it’s important. 0 With closed-loop marketing data, you can track a lead from the moment of first conversion on your website, until that lead becomes your customer. With this information you can look back to see which marketing channels -- your blog, SEO, business blogging, social media, email marketing, etc. -- are most effective at generating customers at the lowest cost. We will revisit the concept of utilizing data from closed-loop analytics throughout this ebook. Alright, are you ready to dive in to your marketing analytics and learn how to interpret them to improve your inbound marketing performance? Me too. Let’s get started!Share This Ebook!www.Hubspot.com

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9 unlock the roi of your marketing with analytics landing page metrics: call-to-action the percentage of visitors who click-through visit your landing page from rate your call-to-action the percentage of visitors visitor-to-lead who become leads conversion rate lead-to- customer the percentage of leads who conversion become customers rate visitor-to- the percentage of visitors who customer become customers conversionShare This Ebook!www.Hubspot.com

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10 unlock the roi of your marketing with analytics Call-to-action click-through rateBefore you look at how well your landing page converts visitors to leads and customers, youshould analyze whether the call-to-action that precedes it is actually driving visitors to click andstay on your landing page long enough to convert.Begin by establishing a baseline metric of your CTA click-through rate; the landing pages with thelowest CTA click-through rate should be the first you set out to improve.Your CTA click-through rate to landing page requires you to look at both your call-to-action designand your landing page design. If you suffer a low click-through rate, it could be because: ! The content on the landing page does not align with the content in the preceding call- to-action. The content on the landing page does not appear to align with the content preceding the call-to-action.Share This Ebook!www.Hubspot.com

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11 unlock the roi of your marketing with analyticscollecting calls-to-action insightsIn order to optimize your calls-to-action, you need tomonitor their performance and figure out what to improve.In addition to click-through rates, you should also betracking views to submission, a metric that will give you adeeper knowledge of how your calls-to-action affect leadgeneration. ~You views-to-submission rate tells you how many of the people who saw your CTA actually filledout the form on your landing page. That is how you can start tackling the alignment betweenyour calls-to-action and landing pages.The HubSpot software includes a tool that helps you not only create calls-to-action, but alsocollect insights on CTA performance.Share This Ebook!www.Hubspot.com

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12 unlock the roi of your marketing with analytics A ensure alignment A Check that the copy between your call-to-action and landing page is aligned. The language in the call-to-action that describes the offer and its subject matter should be present on your landing page, too. Once you ensure the language is the same, make sure it is easily visible so your landing page passes a visitor’s blink test. The blink test refers to the commonly accepted three seconds you have to orient a visitor on your landing page once they are there. If a visitor comes to your landing page and can’t figure out what to do on that page, they will click the back button immediately. To prevent that from happening you need to reinforce the language of the call-to-action by using it in the beginning of your landing page headline, within the copy on your landing page, on your form’s title, and in the form’s button.Share This Ebook!www.Hubspot.com

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13 unlock the roi of your marketing with analytics remove navigation [ [ [ One more way to prevent visitors from abandoning your landing page is removing the navigation and any other calls-to-action on the page. If you’ve included your site’s regular navigation at the top of your landing page or you give visitors another place to visit on your site with competing calls-to-action, you increase the likelihood of a visitor bouncing from your landing page. Removing your navigation menu and all other calls-to-action on your landing page is the quickest way to keep those visitors on your landing page long enough to fill out your form.Share This Ebook!www.Hubspot.com

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14 unlock the roi of your marketing with analytics visitor-to-lead Conversion RateNow that you’ve got visitors staying on your landing page long enough to fill out your form, arethere any improvements you can make based on your landing page conversion rate? Let’s breakdown what your landing page conversion rates -- visitor to lead, lead to customer, and visitorto customer -- tell you about your marketing efforts, and how you should adjust your marketingbased on these metrics.Just as you must consider how your call-to-action and landing page work togetherto lower your bounce rate, so too must youconsider call-to-action metrics alongside theconversion rate of your landing page. Identifyopportunities to improve landing pageconversions by comparing the click-throughrate of your call-to-action with the visitor-to-lead conversion rate of your landing page.Share This Ebook!www.Hubspot.com

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15 unlock the roi of your marketing with analyticsResearch shows that companies with 30 or more landing pages generate seven times moreleads than those with fewer than 10. So if your goal is to expand the top of your sales andmarketing funnel, focus on quantity of landing pages you release. HubSpot makes it easy tobuild sophisticated landing pages so you can create more pages, improve your conversion ratesand generate more leads.HubSpot’s landing page analytics give you a detailed look into submissions, new leads andcustomers of selected offers. The ability to compare different landing pages with a click of themouse is highly valuable for sophisticated marketing professionals who can use this intelligencefor the creation of lead nurturing campaigns and other behavior-based communication.Share This Ebook!www.Hubspot.com

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16 unlock the roi of your marketing with analytics optimize through split testingIf you have a high click-through on Cyour call-to-action, but a low visitor-to-lead conversion rate, there isa problem with your landing pagethat you should set out to improvethrough A/B testing. b b a bIf your visitor-to-lead conversion rate is high but the number of new leads that page generatesis low, your problem lies with the traffic the landing page is generating. Start by taking a look atyour call-to-action’s conversion rate. If it is low, your problem lies in the call-to-action -- begin A/Btesting its design and copy to help drive more traffic to your landing page.Share This Ebook!www.Hubspot.com

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17 unlock the roi of your marketing with analyticsconductinga/b testsWhen conducting A/B tests, set up your unaltered version as yourlanding page “control,” the page you would normally use. From there,build variations, or “treatments,” pages you’ll test against your control.For example, if you are wondering whether including a testimonial on alanding page would make a difference in conversions, set up your controlpage with no testimonials. Then create your variation(s). • Variation A: Control (the unaltered, original version) • Variation B: Treatment (the optimized version which you expect to perform better)The screenshot below is an example of HubSpot’s advanced landing pages A/B testing tool. Youcan easily clone the control and modify it to create a treatment page.Share This Ebook!www.Hubspot.com

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18 unlock the roi of your marketing with analytics-+---- --+ find winning content offers---+--Analyzing your visitor-to-lead rate is also importantfor establishing what content assets drove visitorsto convert into leads. Is there a particular contentasset type that converts more leads? sFor example, you may find that webinars convert more visitors into leads than ebooks. Orperhaps it’s a particular content topic that performs better. Do your content assets aboutunicorn hygiene have a higher visitor-to-lead conversion rate than your content assets aboutunicorn fashion? If you know the content asset types and topics that generate a higher visitor-to-lead rate, you can focus your content creation efforts around them to generate more leads.Share This Ebook!www.Hubspot.com

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19 unlock the roi of your marketing with analytics lead-to-customer conversion rateusing closed-loop analytics. $But you can’t stop at just the topics and content assettypes that convert visitors into leads at a higher rate.Analyze which leads actually turn into customers -- yourlead-to-customer rate and visitor-to-customer rate --Which landing pages converted the most visitors and leads into customers? Which pagesassisted the customer acquisition process?Use that information to identify your most powerful offers, and silo your weakest. If you know thelanding pages that generate the most customers, you can promote the offers associated withthem more frequently to bring in more of the leads that convert into customers, and spend lesstime focusing on the content that perhaps brings in visitors and leads at a high rate, but onesthat convert into customers at a low rate.Share This Ebook!www.Hubspot.com

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21 unlock the roi of your marketing with analytics SEO metrics: keyword how your web pages ranks in search performance engines for desired search terms & rankings organic unique visitors who arrive at search your site from search engines traffic branded VS organic search traffic includes brand- non-branded related keywords and generic keywords search traffic unique list of search phrases that search terms visitors use to find your site driving traffic the number of links back to your inbound links site from other sites on the web conversion visitors who arrived at your rates from site through organic searchShare This Ebook! organic and became a lead searchwww.Hubspot.com

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22 unlock the roi of your marketing with analytics establish benchmarks ? Most marketers are always looking to improve their SEO – it drives free traffic to their websites that can then be converted into leads and customers. The first step towards improvement is establishing baseline SEO metrics, which you can do by finding out: What percentage of your website traffic comes from organic search? The conversion rate of your organic traffic into leads & customers Which non-branded keyword phrases drive the most organic traffic to your website Your listing position in the search engine results pages (SERPs) for keyword phrases for which you want to rank How many inbound links you have, and to what pages on your website they pointShare This Ebook!www.Hubspot.com

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24 unlock the roi of your marketing with analytics unique search terms driving traffic sFor example, you may find that the term ‘unicornshoes’ – for which you rank in listing position nine inthe SERPs -- drove less traffic than the term ‘unicornhats.’ But the traffic that came to your site on thesearch term ‘unicorn shoes’ actually generated fivenew customers for your business last month, whilethe traffic that came to your site for the term ‘unicornhats’ has led to no customers.With this information, you know you should spend $more time creating content and building inboundlinks around the term ‘unicorn shoes’ to improve yourlisting position in the SERPs for the term, and thusincrease the amount of qualified traffic that comes toyour site for that term.Share This Ebook!www.Hubspot.com

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25 unlock the roi of your marketing with analytics Because we realize the importance of tying keyword performance to dollar value and customer acquisition, HubSpot’s software does that for our customers. In the screenshot below, you will see that HubSpot’s Keyword tool shows marketing professionals not only the volume of searches for a certain keyword combination, but also visits and leads generated from the traffic this phrase drove. Such intelligence can help you make SEO strategy comparisons based on actual numbers rather than guesswork and assumptions. Bet on the keywords that perform for your business and gain valuable insights into your target audience.Share This Ebook!www.Hubspot.com

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26 z brace em -tail long ords keyw unlock the roi of your marketing with analytics KGenerate new long-tail variations from your highest-performing keyword phrases and target themin your content creation and link building efforts.For example, knowing that the term ‘unicorn shoes’ yields qualified traffic that generatescustomers, you may consider targeting a less competitive, but still traffic-generating long-tailvariation of the keyword, such as ‘unicorn shoes for girls.’ Targeting this search term in yourcontent creation and link building efforts is an easier win for your business because it is lesscompetitive than its head term ‘unicorn shoes.’ Still, it helps you improve your rankings for thatdifficult head term!When adding new keyword phrases to your arsenal, be sure to maintain a healthy balance ofcompetitive and non-competitive terms. Your keyword strategy should include keyword phraseswith high search volume and high competitiveness as well as terms that require less content andinbound links to rank for. This balance allows you to steadily increase the amount of traffic yougenerate from organic search month over month while you also put effort into ranking for moredifficult search terms.Share This Ebook!www.Hubspot.com

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27 unlock the roi of your marketing with analytics identify holes in your content strategyJust as you can identify opportunities forcontent creation by looking at your keywordperformance in closed-loop analytics, you canidentify holes in your content strategy, too.If a search term is generating a lot of organic traffic to your website, for example, but none ofthat traffic converts into leads, it’s an indication that your marketing offer is insufficient (ornonexistent!) Remedy this by creating or updating your offer to better reflect that needs of thattraffic that comes to your site around that keyword phrase.For example, we at HubSpot were able to identify such an opportunity using HubSpot’s Keywordtool that shows us 1,510 visits for the keyword phrase “google search tips” but no conversions.We might need to optimize our website with some google-related calls-to-action!Share This Ebook!www.Hubspot.com

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28 unlock the roi of your marketing with analyticsmonitor yourposition E EFinally, it’s important to monitor your listing position for the terms that you’re currently drivingtraffic for – especially those with high search volume and high competitiveness -- because youneed to ensure you don’t suddenly slip in the SERPs to a competitor. Maintain a steady streamof content around the important keyword phrases for which you currently rank high in theSERPs, and if you notice your listing position begins to slip, amp up your content creation andlink building efforts. It requires far less effort to stay in the top of the SERPs than it does to climbyour way back up again.HubSpot’s Keyword tool is great at offering relevant recommendations when it comes to yourSEO strategy. It takes into consideration the volume of searches, level of difficulty and your rankto point out realistic opportunities for improvement.Share This Ebook!www.Hubspot.com

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29 unlock the roi of your marketing with analytics CHAPTER 3 Improving Business blogging with marketing analyticsShare This Ebook!www.Hubspot.com

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30 unlock the roi of your marketing with analytics business blogging metrics: individual how many views each blog post receives post views blog traffic how much traffic you’re & referral generating to your blog and sources where that traffic is coming from how effective your blog’s individual calls-to-action (CTAs) call-to-action are at converting blog visitors into leads performance leads generated that can blog leads be attributed to your blog visitor-to-lead the rate at which your blog is conversion converting visitors into leads rateShare This Ebook!www.Hubspot.com

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31 unlock the roi of your marketing with analytics individual post viewsThe performance of your blog hingeson your content – so use your blog’smarketing analytics to improve yourcontent creation efforts! Start byexporting your blog posts, groupingarticles by topic, and analyzing the viewsfor each individual blog post. ZAre there certain topics that perform better than others? Topics that receive more post viewsshould receive more emphasis in your content creation. Do certain posts receive more inboundlinks than others?Finally, sort your spreadsheet based on number of post views—do you notice any trends inthe post title structure in posts that receive the most views? For example, perhaps posts thatstart with the phrase “How to” dominate the top views. This is an indication that a certain titlestructure or blog post structure is more attractive to your readers, and you should create morecontent following that format or title structure.Share This Ebook!www.Hubspot.com

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32 unlock the roi of your marketing with analytics Traffic and Referral SourcesAnalyzing where the traffic to your blog comes from is the easiest way to improve blog contentpromotion and distribution for more traffic. After all, if you know where people are finding your blog (and where they aren’t), you know where to focus your efforts. If very little traffic to your blog comes from organic search, for example, you know you need to spend more time optimizing your blog content and getting inbound links. You may also find there are sites you hadn’t thought of that refer traffic to your blog.Have you drilled down to what social media sites drive traffic? You may assume your biggesttraffic drives is Twitter, Facebook, or LinkedIn, but perhaps it’s actually Pinterest – a site youhaven’t put much effort into. Knowing this, however, you can focus more effort promotingcontent on Pinterest to increase blog traffic.Share This Ebook!www.Hubspot.com

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33 unlock the roi of your marketing with analyticsClosed-loop marketing directs your attention to the most powerful conversion events andchannels. By looking at the sources and offers that traditionally brought in new customers foryour organization, you will be able to identify the behavior you need to engage in to qualify leadsand push them down the sales funnel.For instance, by looking at HubSpot’s Sources we are able to compare the efficiency of differentchannels in respect to customer acquisition. In the screenshot below we are comparing thenumber of sales from social media marketing to the number of sales from email marketing.It becomes clear that email marketing has a higher lead-to-customer rate than social media.This insight can then help us take action: nurture the social media leads with targeted emailmessages.Share This Ebook!www.Hubspot.com

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34 unlock the roi of your marketing with analytics call-to-action performanceThe performance of your blog’s lead generation isdirectly impacted by your call-to-action performance.To improve your blog’s call-to-action performance,analyze the CTA click-through rate. If you have a lowclick-through rate, there are three places you canmake improvements: make a more compelling offer If what you offer not is not enticing enough to get clicks, then don’t expect to collect many landing page conversions. create an offer that better aligns with your blog post If your offer isn’t relevant to the topic of the blog, it probably isn’t enticing to the reader. split test the CTA copy & design The copy may be confusing, too indirect, or not clearly conveying the value of the offer. Alternately, the design of your CTA may blend into the page too much. If the CTA doesn’t visually stand out, visitors may simply be glossing over the button.Share This Ebook!www.Hubspot.com

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35 unlock the roi of your marketing with analytics blog leadsNow that your blog’s calls-to-action are optimized, see how many leads you generate from yourblog every month compared to your other lead generation channels. Knowing how much of adirect role your blog plays in lead generation will help you prioritize marketing efforts. visitor-to-lead conversion rateYou’ll want to analyze more than just number of new leads from your blog, though. Drill downinto your blog’s visit-to-lead conversion rate to see how effective you are at converting blogtraffic into leads. Do you have low traffic, but a high conversion rate? Then you know you shouldput more effort into generating traffic to your blog. Increase your content publishing frequency,target keywords that generate quality traffic (otherwise your conversion rate might slip!), andamp up your social promotion efforts.Share This Ebook!www.Hubspot.com

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36 unlock the roi of your marketing with analytics leads into customersFinally, use your closed-loop analytics to analyze how effectively your blog leads convert intocustomers. Just as the number of leads generated helps you prioritize your marketing channels,the rate at which blog leads turn into customers should help you prioritize, too. For example, ifyour blog generates leads that convert into customers at a higher rate than, say, social mediadoes, it’s more efficient to put more time into creating blog content, and use social media topromote your blog content.Share This Ebook!www.Hubspot.com

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37 unlock the roi of your marketing with analytics CHAPTER 4 Improving Social Media with marketing analyticsShare This Ebook!www.Hubspot.com

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38 unlock the roi of your marketing with analytics social media metrics: social media engagement the number of interactions generated in social media channels the percentage of unique traffic from visitors to your website that social comes from social media media conversion the percentage of visitors from social media rate from that convert into leads or customers social mediaShare This Ebook!www.Hubspot.com

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39 unlock the roi of your marketing with analytics social media engagementIf you haven’t noticed, there are a lot of social media networks that are constantly updatingfeatures and layouts. Applying marketing analytics to your social media is crucial to help youprioritize on what sites you should spend time – because it probably can’t be all of them. Makesure you keep track of your social media reach, as measured by metrics such as Facebook“Likes,” retweets and @replies on Twitter, blog comments, Facebook page comments, YouTubevideo views, and content embeds. traffic from social mediaBegin by looking at which social media sites send traffic to your website to establish on whichsites you should allocate the most time and resources. Social media is also often a huge trafficgenerator for business blogs and landing pages – likely two of your big lead generators. Use yourclosed-loop analytics to determine how much of that social media traffic turns into leads, andwhich sites provide the best visitor-to-lead conversion rate.Share This Ebook!www.Hubspot.com

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40 unlock the roi of your marketing with analytics conversion rateThen take it one step further and analyze which sites hive the highest lead-to-customer rate.Leads are great, but customers are better! Looking at your closed-loop data alongside howengaged your followers from each social media network are can help you learn what kind ofcontent resonates with your social media followers, too.The screenshot below is from HubSpot’s analytics tool which tracks not only visits from differentsocial media channels, but also delves into leads and customers:This type of granular analytics will guide you in picking the right social media channels to focuson and optimize for customer acquisition.Share This Ebook!www.Hubspot.com

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41 unlock the roi of your marketing with analytics take actionPerhaps you notice that traffic from LinkedIndoesn’t seem to like your blog content –there’s low engagement, and a low visitor-to-lead conversion rate on blog offers. But theyshare and comment on your product-relatedLinkedIn content, and have a high visitor-to-lead rate on product-related offers.This is a good indication that your LinkedIn fans are further down the sales funnel than yourfollowers on other social media networks. Use that information to tailor the content you publishto each network accordingly and increase your visitor-to-lead and visitor-to-customer conversionrate for each social channel.Share This Ebook!www.Hubspot.com

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43 unlock the roi of your marketing with analytics email marketing metrics: bounce rate the percentage of total emails sent that could not be delivered to the recipient’s inbox the percentage of emails delivery that were actually delivered to rate recipients’ inboxes list growth a measurement of how fast your email list is growing rate the proportion of the audience click-through who clicked on one or more links rate contained in an email message the percentage of recipients who conversion clicked on a link within an email rate and completed a desired action revenue perShare This Ebook! measuring the email’s return email sent on investmentwww.Hubspot.com

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44 unlock the roi of your marketing with analytics bounce & delivery rateOf all your email marketing analytics, your bounce and delivery rate are two of the most crucialto measure. A high hard bounce rate or a low overall delivery rate is often a symptom of anunhealthy email marketing program. Your email deliverability rate could be impacted by: Your email sending reputation the health of your email list the value of your content how well segmented your email list isA poor sender reputation – scored by many ISPs using the free service by Return Path calledSender Score -- is crucial to email deliverability.“ 83% of the time an email is not delivered to an inbox, it is because of ” a poor sender reputation.Share This Ebook!www.Hubspot.com

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45 unlock the roi of your marketing with analytics MIf you are experiencing a high hard Mbounce rate – the undelivered emails thatare the result of a permanent problemwith an email address, such as beinginvalid or non-existent – immediatelyremove all of these email addresses fromyour list to prevent gaining a reputationas an email spammer and harming youremail deliverability.Your email delivery rate should always stay at 95% or higher. If it is lower than this or you findone month it slips below 95%, use this opportunity to scrub your list of the following contacts todecrease your bounce rate and increase your deliverability rate: duplicate and invalid email addresses contacts who haven’t opted in alias email addresses email addresses that hard bounce completely disengaged email recipientsIf you find just one particular campaign has a lower than average delivery rate, it doesn’t meanthat entire list segment should be deleted. Instead, examine the content of the email to see ifthere was an accidental indication to SPAM filters or ISPs that your message should be blocked.Share This Ebook!www.Hubspot.com

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46 unlock the roi of your marketing with analytics list growth rateNow that your email marketing program is healthy again, you may notice the size of your listhas seriously decreased. The average email marketing list depreciates at a rate of 25% a year --which is a good thing, as it keeps your email list healthy and deliverability rates high. Take a lookat your list growth rate, though, to ensure you’re continuing to add new contacts to that list fornurturing. If your list growth rate is low, it could mean: more top-of-the-funnel offers You need more compelling offers that drive visitors to fill out a form and opt-in to your email communications. more traffic to existing offers You have compelling offers, you just need to drive more traffic to those pages through content creation, better calls-to-action, and social media marketing. more optimized pages You need to improve the visitor-to-lead conversion rate on your landing pages to better capture the traffic you’re driving.Share This Ebook!www.Hubspot.com

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47 unlock the roi of your marketing with analytics click-through rateYou may notice open-rate hasn’t been included as a measurement for your email marketingeffectiveness. Click-through rate is a far more accurate indication of how well your email contentresonates with your audience, as open-rate is often misreported based on how each individualemail client calculates an “open.” If you have a high click-through rate for a campaign, you knowthe offer was compelling, aligned with the content in the email, and matched the interests ofthat particular list segment.Naturally, you should expect to see lowerclick-through rates on offers with a higherbarrier to entry. For example, if the offerin your email prompts your recipient topurchase something, you’ll receive fewerclicks than if your offer is to download afree content asset. When analyzing whetheryour click-through rate for a campaign isgood, compare it to the click-through rate ofother email offers of that type.Share This Ebook!www.Hubspot.com

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48 unlock the roi of your marketing with analyticsWhether you’re suffering an inordinately low CTR on a campaign or you simply want to improvean already good click-through rate, there are three different ways you can do it: list segmentation The better segmented your email list, the more targeted your email offer. eConsultancy reports that marketers who segment their list have 24% more sales leads, 18% more transactions, and 15% greater customer acquisition. optimize the email & landing page A/B test the layout and copy in your email offer. Email recipients scan emails, so your offer should be above the fold, visually bold, and written with action-oriented copy. You can also add a sense of urgency by adding a time frame during which the recipient must redeem the offer. email sharing options Including social sharing options in email enables you to increase the email sharing and forward rate. Emails with only one social sharing option have a 30% higher click- through rate than emails without any social sharing options. Those with three or more have a 55% higher click-through rate. This is a quick addition to your emails, and helps you grow your email list while improving click-through rates and engagement.Share This Ebook!www.Hubspot.com

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49 unlock the roi of your marketing with analytics conversion rateBut having a high email click-through rateis only really helpful if you also have a highconversion rate on the landing page to whichyour email links. The conversion rate of youremail campaign relies on having a well-optimizedlanding page, which can be difficult if you’repointing email recipients to a generic landingpage instead of one messaged according toeach individual list segment.For example, perhaps you have an offer and landing page for a webinar about unicorn grooming,and you send an email campaign promoting that offer. That email campaign might go to twodifferent list segments – unicorns interested in learning new hair styles, and unicorn groomersinterested in learning how to give their unicorns new hair styles. You’d message those emailsdifferently, and you should message the landing page for the webinar differently, too. If you havea high email click-through rate but a low overall conversion rate for an email campaign, it couldbe due to this type of disjointed messaging between email and offer content and landing pagecontent.Share This Ebook!www.Hubspot.com

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50 unlock the roi of your marketing with analytics revenue per email sentIf you are using email marketing fordirect sales, you should use closed-loopanalytics to attribute revenue to emailmarketing campaigns.To do this (and any other closed-loop marketing analysis, for that matter), you must integrateyour ESP with your marketing analytics. You can do this by using a unique tracking URL in all ofyour email links so you can attribute clicks to a specific email campaign.If you find that your email marketing isn’t actually drivingrevenue, perhaps email should utilized more frequentlyas a lead nurturing tool to drive reconversions, not amechanism for direct sales.Share This Ebook!www.Hubspot.com

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51 unlock the roi of your marketing with analyticsThe HubSpot software can automatically take your email marketing messages and place theirperformance in the right analytics bucket. So when you visit your reporting data, you will be ableto see the number of customers brought in from email marketing and compare that number toother channels. Undoubtedly, this step is essential to any marketer who wants to prove the worthof their work to management, putting it in language that the entire organization understands-sales. Check out the screenshot below for an example:Share This Ebook!www.Hubspot.com

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52 unlock the roi of your marketing with analytics CHAPTER 6 Improving Lead Nurturing with marketing analyticsShare This Ebook!www.Hubspot.com

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53 unlock the roi of your marketing with analytics lead nurturing metrics: the proportion of the audience click-through who clicked on one or more rates links contained in a lead nurturing email message the percentage of recipients who clicked on conversion a link within an email and rates completed a desired action time to the length of time it takes for a customer lead to become a customer conversion the marketing cost of cost per acquiring a new customer customerShare This Ebook!www.Hubspot.com

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54 unlock the roi of your marketing with analytics click-through ratesThe effectiveness of your lead nurturing is dependent on how well you’ve segmented your leads.Dive into your analytics to identify any problems with your list segmentation. Start by looking atyour unsubscribe rate, which should stay below 1% at all times. If it’s higher for any particularlist segment, it’s an indication the content you are sending isn’t relevant to that list segment,and they are unsubscribing as a result. You can glean similar insights by examining the click-through rates of each list segment. Marketers who suffer a low click-through rate for a particularlist segment haven’t aligned their offer well with the recipients on that list.Fix poor listsegmentation:Faulty list segmentation can be remedied by revisiting howyou’ve mapped content to your list segments based on theirstage in the sales cycle. Deliver email content to leads basedon the pages they’ve visited on your site, the content they’vedownloaded, the blog posts they’ve commented on, and howfar down the sales funnel they are.Share This Ebook!www.Hubspot.com

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55 unlock the roi of your marketing with analytics conversion rates You can optimize the offers you deliver by analyzing which CTAs have the highest click-through rate, and which landing pages have the highest visitor-to- customer conversion rate in your closed-loop analytics.Share This Ebook!www.Hubspot.com

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56 unlock the roi of your marketing with analytics time to customer conversionYou should always be looking for ways to make your lead nurturing more efficient. To improveyour time to customer conversion, analyze how good you are at generating marketing qualifiedleads (MQLs) with your lead nurturing.MQLs are the leads that are more likely tobecome a customer based on their pre-closeactivities. If you’ve implemented lead nurturingeffectively, more leads should be moving to theMQL stage of the sales funnel. Analyze this foreach lead nurturing campaign – you may findthat some list segments move more slowly thanothers, indicating you have a bottleneck in yourlead nurturing somewhere. Revisit the contentand offers you’re using for that list segment. Youmay be sending less-than-compelling offers, orpointing leads to under-optimized landing pages.Share This Ebook!www.Hubspot.com

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57 unlock the roi of your marketing with analytics You can also improve your time to customer conversion by looking at the number of sales-accepted leads in each lead nurturing campaign. Marketing automation should increase not just your number of MQLs, but the number of sales-accepted leads. If this is not the case......meet with your sales organization to diagnose theproblem. This is often a result of misaligned lead scoringcriteria between Sales and Marketing. But by fixingit, you should see your time-to-customer conversionrate decrease as Sales reaches out to leads that havereconverted enough to provide the quality informationneeded to close sales.Share This Ebook!www.Hubspot.com

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58 unlock the roi of your marketing with analytics cost per customer Effective lead nurturing converts leads into MQLS and sales- accepted leads, but it must follow through all the way to customer. Use closed-loop analytics to ensure the leads you’re nurturing actually turn into customers, and they do so at an efficient cost. Over time, your cost per customer should decrease as more leads that typically bleed out of the top of the funnel are adequately nurtured down through the bottom of the funnel – until they are finally converted into a customer. Check this metric monthly to ensure your lead nurturing efforts stay cost-efficient.Share This Ebook!www.Hubspot.com

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60 unlock the roi of your marketing with analytics “ Be sure you are allocating the most time and resources to the marketing channels ” with the most ROI. You probably noticed none of the actionable improvements you can make by looking at your marketing analytics are possible without closed-loop analytics. The mistake many marketers make is thinking their end goal is generating leads. It’s not. Your end goal is generating customers. And you have no way of measuring whether you’re doing that, nor how efficient you are at it, without closed-loop analytics. After analyzing all this data about your blogging, social media, lead nurturing, email marketing, landing pages, and calls-to-action, ask yourself—what marketing channels are the most helpful at generating leads that turn into customers? Be sure you are allocating the most time and resources to the marketing channels with the most ROI, and constantly monitoring these analytics to see if, over time, some channels start to become more effective for your business.Share This Ebook!www.Hubspot.com

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61 unlock the roi of your marketing with analyticstrack the roi of allmarketing channelsDon’t rely on guesswork and assumptions--track the number ofleads and sales each of your marketing channels brought you.Get your free demo of HubSpot’s software to learn more. http://bit.ly/Awesome-DemoShare This Ebook!www.Hubspot.com